A large e$-$commerce company is collecting and analyzing user data for targeted marketing using data mining techniques. The company is also concerned about the security of its database and the privacy implications for its users.

$($i$)$ Identify THREE $(3)$ potential security risks associated with data mining activities on the company's database.

$($ii$)$ Based on your answer in $($i$)$; propose security measures to safeguard the database from unauthorized access, data breaches, or malicious data mining activities.